Turned away a three-time no-show — was that the right call?

had a guy no-show three times across two months. kept rebooking, kept not turning up. eventually told him i can't hold slots for him anymore. felt a bit harsh but i'm not sitting around waiting for someone who clearly doesn't value the time. anyone else had to do this and how did you handle the conversation? did you ever get pushback or did they just accept it?